October 14th, 2014
By Mark Di Somma
The reason why companies have worked photocopy business plans for so long is because they never thought to work any other way. It just seemed too risky.
Having spent much of my career as a marketing professional in a marketing driven company, Hallmark Cards, and having spent many of those years in a division entitled Product Discovery & Development, I understand that the primary value of marketing is to discover unmet customer needs and to develop products, services and experiences to meet those needs.
October 17th, 2013
By Mark Ritson
When I teach the brand management elective to MBA students, we explore case studies of companies getting it right and wrong. One of the most common observations that keeps coming up has nothing to do with strategy and everything to do with gender.
April 25th, 2013
By Guest Author
There are many today who advocate direct response marketing to the exclusion of other marketing channels. These are very silly people.
The problem isn’t that direct response marketing (which I define as advertising with a concrete offer and a measurable response mechanism) isn’t important and necessary. It’s just not sufficient. As a matter of fact, it isn’t even close.
The real issue isn’t what direct response measures, but what it doesn’t. Those that ignore other marketing channels either aren’t aware of the facts or are just not thinking clearly.
The Allure of Direct Response Marketing
The case for direct response marketing is logical: Why waste money on lots of fuzzy concepts when you can directly spur sales and get clear, measurable results? Unfortunately, the results aren’t as clear as they might seem and branding isn’t as nebulous as direct response advocates often claim.
Firstly, direct response campaigns vary widely in their results. Some of this is due to how well the campaign itself is executed, but a lot has to do with how strong the brand being promoted is and what other promotion is going on at the same time. Marketing channels work better in combination than they do as isolated entities.
Secondly, branding metrics are as measurable as anything else. Many corporations regularly track their brands and can access brand data as easily as they do sales data. You can be sure that successful, profit oriented enterprises wouldn’t continue to do so unless they had clearly established a link between the two.
In truth, there is a lot more to a purchase than simply seeing an offer and responding to it.
September 04th, 2012
By Jack Trout
The following commandments do not come from a mountaintop. They come from many years of experience in categories from caskets to computers and everything in between.